Industry Insights on the Importance of Rich Media Experiences


Reuben Ch’ng
Business Development



For those of us that aren’t familiar with, please tell us a little more about your company and offering. is a technology company founded as an online solution to create interactive rich media ads. We are also an ad server with detailed analytics and we work with technology partners, ad agencies, DSPs around the world.

From our inception in 2010, we have run mobile campaigns for notable brands such as Unilever, P&G, Disney, Nestle, KFC, Pizzahut & more.

Using our solution, agencies & advertisers can build interactive rich media ads within minutes – all without a programmer. For bigger campaigns, our creative production team usually steps in to help build custom-built interactive ads & if requested, we also help companies run end-to-end advertising campaigns.

Today, we have point of contacts in major cities around the world, namely Japan, Indonesia, US, Europe, Malaysia & Singapore, so feel free to get in touch with us!


There’s been plenty of innovation in squeezing out the latest iota of targeting efficiency in advertising, but surprisingly not many companies have focused on optimizing the perfect creative. Why do you think this was the case?

Many companies get caught up with how technology and targeting efficiency has advanced. It’s now possible for an ad to be delivered to the right person at the right moment and with the right context. However, without an effective ad creative, the effort will be wasted.

Based on our observation, part of why many companies are losing focus in optimizing the perfect creative, is due to the growing complexity of the digital advertising landscape, tools, media & platforms. There are many platforms an advertiser must integrate for a successful ad campaign and with all the complexity, the focus for creatives are forgotten.

The other reason is that many companies & creative agencies lack the expertise to optimize their ad creatives. We have many advanced creative technologies in the marketplace today such as interactive rich media & dynamic creative optimization, however there are many agencies who have still barely ventured into these creative technologies.


How do you think HTML5, with their larger file sizes, will affect the entire digital advertising industry when flash has been completely deprecated?

Although HTML5 ads are roughly five times bigger than flash files, HTML5 is present in the browser framework, so it leverages on the browser cache to load ads which has been seen. Put simply, less processing power is needed with HTML5 ads.

We are in the mobile age where more media time are being spent on mobile phone, compared to the desktop. The true value of HTML5 is that it is cross-device compatible and most importantly more compatible with mobile ad inventories compared to Flash.

On top of that, the speed of mobile internet connection is getting faster & faster each day. This means even if HTML5 ads consume more bandwidth to load, users are very unlikely to feel its loading impact.


MobileAds specializes in rich media and high-impact creative; from your internal data, which formats have you seen to be the most effective on desktop, and mobile platforms?

The effectiveness of ad formats can be very different from one industry to another.

On mobile platforms, the ad formats that has bigger creative spaces, such as the interstitial & embedded ad usually prove to be more effective.

Users are quickly developing ‘banner blindness’ to primitive banner ads, which usually take up only a small space on top or bottom of the mobile phone. So, try avoid using ads that are very small or requires a two-step approach before users can see the full ad.

On the desktop, the best performing ad formats are usually the ones which are more ‘native’, where they follow the style and look of the platforms they are served in.

And in terms of ad creatives on itself, video ads are becoming increasingly popular as they get higher engagement rates.


There is a burgeon number of adtech start-ups in the industry all vying for supremacy, with many offering point solutions catering to specialized buyer needs. Additionally, the number of buyers has also not increased significantly over the years, with certain buyers holding access to huge portions of digital budgets. How do you think this will play out in the years to come? (many vendors dying off, getting acquired, not raising investor money and staying private, etc)

In my opinion it all boils down into how tightly solutions can integrate with each other. Startups with specialized solutions are great, however buyers/advertisers usually need more than a single solution for their campaigns. Thus, being flexible, nimble and able to integrate is a very important aspect for any adtech vendors.


To the extent of your knowledge, how does the adtech landscape in SE Asia and APAC differ from that of the US, or UK?

The adtech market in some countries in SE Asia and APAC have been slow to adopt programmatic advertising. One of the reason is because regions such as the Europe, US or UK has generally had earlier access to data for programmatic landscapes, thus their earlier adoption.

Secondly, technologies coming from US or EU are too expensive for advertisers in the APAC region, thus the slower adoption rate.

However, there are growing budget-friendly local solutions within APAC, with similar or equally sophisticated technologies as their western counterparts.


Which mobile ad features, or Call-to-Actions (like Click-to-Call, Image Slideshows, Store Locators/Maps, Lead Capture, Mini Games) work best for which category of customer?

FMCGs who are looking for brand awareness & brad lift usually benefit from ad features such as mini games, videos and mobile interactions (shake, tilt, swipe, etc) that can engage users. Users get better brand recall when they positively interact with the brand.

Ad features such as lead captures and store locators works very well with brick & mortar businesses, who main goal is to drive footfall traffic to their offline store or outlet.

Again, there are many ways to creatively use ad features to gain the best results for different customer categories. Time to time, we find new interesting ideas when working together with our partners. It all comes down to experimenting as well.


Your tool seems extremely useful for media sellers that want to quickly create a custom sample campaign image when pitching media buyers. What are some other use cases that we aren’t aware of?

Well, other than using it to create live ad previews for pitching, using interactive rich media have also proven to drive better engagements & results.

Another feature that we have usually for media buyers, is viewability tracking where our solution can measure the viewability rate of ad inventories our ads are served into. With this, media buyers can blacklist ad inventories that are not being seen by people and optimize their campaign result.


What are some examples of the best mobile ad creative executions you’ve seen so far? 

There is an ad we built that enables smartphone and tablet users to take selfies with their mobile camera and share them on social media. This ad was a hit among the brand’s target audiences and they successfully hit their KPIs for brand lift.

See the ad example here: Sunsilk Hijab

Another nice mobile ad creative we did was an ad for a security company. Geo-location targeted in a neighbourhood, the ad displayed a slider of real images of burglar cases that happened in that neighbourhood. Users who see the ad can then tap-to-call the advertiser for a free quote or fill a form to request a call-back from the advertiser.

See the ad example here: Security ad example


Lastly, what do you see as the future of mobile creative?As we advance deeper into the mobile age, it’s becoming more important for buyers and advertisers to up their game when it comes to ad creatives. It’s usually the attractive ad creative that wins, thus the decline of static banner ads.Moving forward, interactive video ads is a medium that is growing fast as the industry has found that video ads get better engagements of up to 15.72% in some regions. Besides that, we also see DCO (Dynamic Creative Optimization) technologies quickly becoming the future of mobile creative with the available use of data to contextually target audiences with dynamic personalized ads.



MobileAds is a SaaS(Software as a Service) solution to create interactive rich media mobile ads.

Its solution enables budget advertisers and small agencies to create ads in HTML5, which can be shown in-app, mobile and desktop web. It turns ads into actionable “mini websites” and are compliant with IAB’s MRAID standard.

Imagine watching a Youtube video, capturing leads, Tap-to-Call, Store locator, etc.. all within the ads themselves. You can even try a game directly in the ad unit or have a video that autoplays. And many more…

MobileAds’ partners include, Smaato, PocketMath, etc and has offices in Malaysia, Japan and the USA.

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